Like everyone else, I get inundated with marketing outreach all the time. Ads before YouTube videos. Newspapers. TV. Radio. Website banner ads. And on and on. And the phone. Which brings me to this.
Got this yesterday, on our landline. (Yes, we have a landline, we’re dinosaurs, ha ha ha) A little context: We leased a Hyundai. In 2002. At the end of the lease, we returned it, and since that time, to my knowledge, we’ve got a flyer about once a year from the dealership. We haven’t had any interaction for eight years. And then we get this voicemail. I eagerly await this mysterious letter.
“Oooh, you’re getting this special offer, it’s not going out to just any customers of ours, you’re very special and important.” Really? Someone who hasn’t had a moment of interaction in eight years is in some way deserving of a special offer from you? What does the customer who’s been loyal to you for multiple purchases get?
I know I’m a prospect. You know I’m a prospect. That’s why I’m in your CRM system. Why pretend that I’m any more than that? Be honest about your intentions, and I’ll likely be honest about mine.
UPDATE, August 11:
I got the letter from the car dealership. Here’s the envelope:
The more astute of you may notice it’s addressed to “Campbell LeDrew.” That’s my middle name. Which I never use. The letter suggests that I exchange my 2002 Hyundai Elantra on the purchase or lease of a new car. There’s a problem, though. I gave them back that car in 2006 when the lease ended. Haven’t seen it since. You’d think they’d know that, wouldn’t you?
So perhaps I can summarize their pitch this way:
Hey, person whose name we don’t know? Would you like to trade in the car you returned to us eight years ago on another car? We wouldn’t ask, except you’re a really special person to us and we care.